Launches That Last: How to Turn Hype Into Real Growth

Product drops have become one of the flashiest ways to build momentum. As Michael Dodsworth, Founder and CEO of Fanfare, explains in this episode of the Growth Department podcast, the difference between a great launch and a failed one often comes down to trust. Done right, drops create excitement, loyalty, and lasting brand love. Done poorly, they leave fans disappointed and brands scrambling to recover.

Michael has seen this play out again and again. From Ticketmaster chaos to PlayStation 5 sell-out headaches, the same pattern repeats: massive demand overwhelms fragile systems, bots scoop up inventory, and customers walk away upset. That pattern inspired him to create Fanfare, a platform built to help brands run launches that scale smoothly and leave fans feeling valued.

The Pattern Behind Every “Can’t-Miss” Product Drop

Most drop disasters follow a predictable script. Fans hover over keyboards, ready to click at the exact second pre-orders open. The rush of traffic pushes sites to the breaking point. Pages crash, queues glitch, and bots jump ahead of real buyers.

The results are clear. Anticipation shifts into anger, and trust in the brand takes a hit. PwC research shows that nearly a third of consumers will walk away from a brand after one bad experience. In a world where loyalty is currency, one broken launch can carry long-term costs.

What a Failed Launch Really Signals

Not all drops go smoothly. Many, in fact, crash and burn if there isn't proper preparation for the day-of AND post-drop.

Michael points to a few themes that surface in every poor drop:

• Excitement quickly fades into frustration.

• Customers assume the brand should have been better prepared.

• Resellers profit by flipping products at inflated prices.

• Fans question fairness and hesitate to engage in the future.

The damage from a poor drop may not be limited to a single day’s revenue. It’s a signal that fans may not feel the brand can deliver consistently, which makes it harder to sustain growth.

Designing Drops That Scale

The best way to avoid this pattern is to design launches with care. Michael says the strongest drops are treated as events, with systems built around four core fan desires: fairness, transparency, predictability, and reward.

Here’s how those desires translate into practice:

• Fairness. Fans want to feel like they had a genuine shot. Identity-based queues, one-per-customer limits, and strong bot protection help create that feeling.

• Transparency. Fans appreciate clear updates. Countdown clocks, queue numbers, and real-time alerts build confidence.

• Predictability. Fans expect systems to work. Stress-tested infrastructure and reliable checkout flows keep the process smooth.

• Reward. Fans value recognition. VIP tiers, loyalty perks, and second-chance opportunities build goodwill that lasts beyond the sale.

When these needs are met, launches become memorable for the right reasons. Fans leave not only satisfied but also more connected to the brand.

Small Brands Can Play Big with Drops

You don’t have to be a global name to succeed with product drops. Michael shared the story of a small Los Angeles cookie company that created viral buzz with $200 boxes of cookies. Each drop sold out immediately, sparking unboxing videos and a growing fan community.

Scarcity can be a powerful tool, even at a small scale. By producing just 10–20 units, testing demand, and building anticipation, smaller brands can create excitement and learn how their audience responds. Luxury brands like Tiffany or Hermès have long used scarcity to create value and status. Smaller businesses can borrow that playbook in ways that fit their market.

Turning Frustration Into Loyalty

Not every launch goes perfectly. Michael argues that even failed attempts can be powerful if brands use them to reconnect with their audience.

He suggests inviting back fans who tried multiple times and missed out, offering them exclusive access or early invitations next time. Instead of letting disappointment linger, this approach creates appreciation. The fans who felt overlooked become insiders who see the brand as thoughtful and responsive.

The Fanfare Framework

To help brands avoid costly mistakes, Michael and his team built Fanfare with three stages in mind:

1. Craft. Build anticipation with waitlists, segmented audiences, and consistent messaging.

2. Launch. Run drops with strong queue systems, bot defenses, and real-time analytics.

3. Reward. Identify superfans, offer loyalty tiers, and extend the experience beyond checkout.

The system was designed by engineers with backgrounds at Google and Salesforce, giving it the scale to handle high traffic without collapse. By integrating with Shopify and Klaviyo, Fanfare also makes it simple to manage communication before, during, and after each launch.

The Psychology of the Drop

Technology is only one piece of the puzzle. Michael emphasizes that launches are emotional events. Fans want to feel included, excited, and rewarded for showing up.

Drops that create loyalty tap into three forces: scarcity, status, and story.

Scarcity fuels anticipation, status makes fans feel like insiders, and story gives them something to share with others. Viral examples like Dr. Squatch’s collaboration with Sydney Sweeney worked not just because of the product, but because the experience was fun, surprising, and community-driven.

As Michael explains: “Real fans want conversations. They want to belong. They want to feel like part of something bigger.”

How Founders Can Get Started

Launching with confidence doesn’t require massive scale on day one. Having a plan and the right tools in place can be a game-changer, though.

Michael encourages founders to experiment thoughtfully and learn from the process:

• Produce a small batch to test demand.

• Use the data from each launch to refine the next one.

• Reward not only buyers but also fans who came close.

• Build loyalty programs that recognize engagement, not just purchases.

These steps shift launches from risky bets to repeatable systems. Over time, the process creates reliability and deeper fan connections.

Final Takeaway

Hype by itself can be risky.

Hype paired with planning, strong systems, and a focus on fan psychology creates lasting impact.

As Michael’s work with Fanfare shows, the most successful brands treat launches as opportunities to build trust, spark excitement, and turn buyers into long-term believers. Fans remember the experience as much as the product—and when that experience is fair, transparent, predictable, and rewarding, they keep coming back.

For more insights and playbooks, visit Fanfare’s blog, including “Hype + Loyalty: The Ultimate Power Couple” Follow Michael's journey on LinkedIn.

Checkout Fanfare.io to learn more